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Marketing language that obscures these health harms, even indirectly through questionable pro-environment claims, ought to be prohibited. Other study co-authors include Lisa Henriksen, a senior research scholar, and Mike Baiocchi, an assistant professor of medicine, both at the Stanford Prevention Research Center

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But as more research was shared in the 1990s, the link between children who bought candy cigarettes and later became smokers was more apparent

Privately, one lawyer for the company explained why in a letter later recovered in a court filing: "We have never raised any objection to the use of our labels feeling, for your more or less private information, that it is not too bad an advertisement." The FTC called the packaging mimicry "an indirect form of advertising aimed at children." As the Truth Initiative's Koval explained, the tobacco industry had more than a passing interest in getting kids interested in its products